Member Perspective: Thinking Outside the Box

When it comes to retail in 2022, every day, in some new way, we’re constantly reminded that we’re not in 2019 anymore.

Let’s count the ways: Consumers are tightening their spending in the face of inflation, supply chains remain in constant flux, and retailers are facing inertia and exhaustion from 28 months of pandemic upheaval.

Not to mention, in the produce category where I spend my days, retailers during these pandemic months have had to dial back opportunities for produce brands to stand out. We have less opportunity for branded display bins and signage as many grocers now strictly follow a clean store policy. There are less branded activation opportunities, which is one of the most effective ways to boost produce awareness and purchase. Likewise, only some retailers have brought back sampling — our strongest driver of product trial — at any scale resembling pre-pandemic levels.

Now, factor in inflation. We’re seeing data that consumers are bypassing produce as budgets tighten, instead spending their tightened dollars on center store staples and comfort snacks.

Any retail category will always have its challenges, no matter the environment, but as I looked at the landscape facing the produce category, I knew we had to look outside the box and create programming that would draw consumers’ attention, educate them and make the produce category exciting again to gain and regain their purchase power.

With that in mind, earlier this year, we partnered with two other top-selling fruit brands — Sunkist Growers and Naturipe Farms — to launch a “Fruitastic” promotion tied in to the new animated “Strawberry Shortcake” Netflix and YouTube series, “Berry in the Big City.”

The campaign launched in May timed to Mother’s Day, and the series premiered with complete “Fruitastic” retail takeover displays for Sunkist Blood oranges, Naturipe strawberries and blueberries, and Envy apples, all featuring adorable images of Strawberry Shortcake and her friends. Among our brands, we created an array of online tools, promotional bags and recipes for fans of all ages.

This campaign is fun and engaging, and indeed outside the box, but it’s also based on intelligence and research. According to recent data, shoppers increase their basket spend when blood oranges and apples are purchased on the same trip, and the same goes for blood oranges and blueberries.

“Fruitastic” is working for us, helping Envy grab moms’ and kids’ attention at retail during an otherwise very difficult time for producers, grocers and consumers. This is just one example of how we are trying to win with consumers and drive strong sales results for Envy to be called the No. 1 branded apple in sales in the premium category.

But there is more work to be done — that’s why I’m championing the launch of a Produce Business share group at the Path to Purchase Institute. And other produce brands are already expressing interest! I’m looking forward to sharing the trials, tribulations and success stories with industry peers as we navigate the ever-shifting commerce landscape. If you’d like to join us, shoot an email over to Nicole Mitchell at [email protected].

That’s the true magic of P2PI: learning from each other. Getting inspired. Sharing tips and strategies for breaking out. Forging partnerships we can then take back to retailers to help all involved parties or partners succeed.

About the Author: Based in California, Jen Lessner handles shopper marketing and analytics for T&G Global’s division in North America, which focuses on selling its premium apple brands, Envy and JAZZ, throughout the United States and Canada. She has more than 20 years of shopper marketing and analytics experience across the CPG, beverage-alcohol and produce landscape.